LinkedIn content and creative design certification exam answers

LinkedIn content and creative design certification exam answers

This certification exam tests your knowledge in creating and maintaining paid and organic content, including managing an active LinkedIn Page and designing visually compelling creative. The certificate expires after 2 years.

• You will have 60 minutes to answer 60 questions.
• The question format is multiple choice and randomized. The passing score is 75%.
• The exam tests application, with a mix of scenario-based, recall, and process questions.
• You can retake the test up to 3 times.
• Upon passing the exam, we will share steps to add the certificate to your LinkedIn profile.
• The certification expires in 2 years.

Exam url: https://training.marketing.linkedin.com/content-and-creative-design-exam

Program URL: https://training.marketing.linkedin.com/page/certified-marketing-experts-program

 

 

Questions:

 

Hanna wants to run a Live Event and she wants her colleagues to help moderate. Which type of access do her colleagues need to moderate?

• View Access
• Event Admin
• Page Admin

 

Why is organic content a complement of paid media?

• It is a tool to gain the trust of potential customers exposed to paid media
• It is a way to substitute part of the paid media efforts with free advertising
• It increases reach among new audiences that paid media cannot reach

 

Yousef just created his startup’s LinkedIn Page, but he cannot decide what type of content and how often he should post. What would be a good first step?

• Copy what others are doing
• Wait until the Page has 500 followers and then ask them what they would like to see
• Define his goals

 

How are your creative design and creative strategy related?

• They are two separate strategies
• The results of testing your creative design dictate your creative strategy
• Creative strategy is an overarching plan which influences your creative design

 

LinkedIn Live Events do not require a third-party broadcasting tool.

• True
• False

 

When comparing organic content and paid media, which statement is accurate based on LinkedIn’s description?

• Organic content helps you engage with an audience that already knows your brand while paid media enables your company to explore new territories and individuals
• Organic content consists of posts while paid media includes digital banners and video ads
• Organic content is less effective than paid media in driving brand awareness

 

Isla pitches the idea of a LinkedIn video campaign to her company’s leadership, with the goal of educating customers on a complex product. The leadership team approves the campaign, but they don’t have the budget to support a high production video. What should Isla do?

• Put the entire budget into one video
• Explore DIY-style videos with expert interviews and demos
• Scrap the idea since she doesn’t have enough budget to execute her vision

 

Jordan wants to create more content that ‘hums.’ Which tactics should he explore?

• Infographics, whitepapers, videos, playbooks
• Annual reports, research papers, industry insights
• News, industry POVs, company culture, blog posts

 

Lionel was hired to design visuals for a startup company’s launch on LinkedIn. What are two LinkedIn best practices he should follow?

• Test a range of variables at once to see which one performs best
• Create a consistent color, icon, and style across each image to make it easier for the audience to recognize the brand
• Use the same image in every ad to achieve visual consistency and drive awareness
• Explore bold colors, illustrations, and photos of real people

 

Joanna is struggling to find content to share on LinkedIn for her company. What are three tactics she should explore?

• Create new content
• Consider hiring a LinkedIn Marketing Partner
• Ask her employees to share her content
• Repurpose existing content

 

On your LinkedIn Page, you can target organic posts to specific audiences.

• True
• False

 

Marcela doesn’t know how to fit her marketing goals with her organic and paid strategies. What should she do?

• She should balance organic and paid content in all stages of the marketing funnel
• She should rely on paid ads for brand and demand, and leave the nurturing mid-funnel tactics to organic
• She should rely on paid ads for demand, and leave organic content for brand awareness and nurturing

 

What is the metric Katharina will primarily use when she wants to understand which professional audiences are following her page?

• Demographic breakdown of her visitors
• Trends of Unique visitors over time
• Engagement metrics
• Demographic breakdown of her followers

 

Joseph recently launched his startup, and he’s considering creating multiple Showcase Pages to promote his individual products. Would LinkedIn recommend this?

• Yes, Showcase Pages are great to highlight different business lines, brands, and initiatives
• No, this approach would likely lead to over-fragmenting

 

On the Page Analytics dashboard you can check the member profile of each specific follower as well as the aggregated followers’ demographics.

• True
• False

 

Debora is setting up her full-funnel content strategy. Should she spend time analyzing her LinkedIn Page followers’ demographics first?

• Yes, it is a way to identify content that is more relevant for her potential customers
• No, her followers do not necessarily fit with her ideal customer profile, so this information can be misleading

 

Companies that post weekly on their LinkedIn Page see a 2x lift in engagement with their content.

• True
• False

 

Bruno wants to see who is mentioning his brand on LinkedIn. What should he do?

• Look through his newsfeed
• Access the Analytics dashboard of his LinkedIn Page and checks users’ engagement
• Check the Activity tab of his LinkedIn Page and filter by mentions

 

Maria would like to work for a tech company, so she starts following a range of companies in that industry. Where would she go to find the company’s mission, vision, and values?

• The People tab
• The About tab
• The Posts tab
• The Products tab

 

Louisa is designing her ads for LinkedIn. What are the main components that she should consider? Select all that apply.

• Testing
• Copy
• Imagery
• Format

 

Research shows that B2B content achieves more influence when it’s shared on LinkedIn and across other social platforms.

• False
• True

 

Carl wants to find out how his employees are reacting to his LinkedIn Page’s content. What should he do?

• Access the Activity tab of his LinkedIn Page and filter by employee
• Access the Employee Notification’s dashboard
• Check the statistics within his My Company tab

 

Emojis are ineffective in LinkedIn posts because it’s a professional network.

• False
• True

 

Alfred is thinking about including video in his content strategy. Select three ways he can leverage video.

• Pre, during, and post events coverage
• Product demos
• One-size-fits-all approach videos
• Sales pitch videos
• Brand stories

 

A Showcase Page will not always be linked to a LinkedIn Page.

• False
• True

 

What differentiates Product Pages from Showcase Pages?

• The goal of Showcase Pages is to spotlight product launches while Product Pages are intended to build brand awareness
• Showcase Pages are best for educating prospects on company solutions while Product Pages are best for building a trusted community of advocates around a specific product

 

When posting Articles for Pages, what are two best practices that LinkedIn recommends?

• End with a poll
• Add bulleted lists or short sections to make content easier to consume
• Keep the post shorter than 500 words
• Create visual interest with rich media

 

Julia was hired to create a company’s LinkedIn content strategy. What are five steps that she should take to get started?

• Align internal teams
• Get clear on the company’s social media goals and mission statement
• Leverage competitors’ strategies as a starting basis
• Analyze the company’s followers
• Audit the company’s existing content
• Set measurable goals

 

Javier is looking for quick engagement from his professional community on his company’s LinkedIn Page. Which tactic should he use?

• A poll
• A thought leadership piece
• A Lead Gen Form

 

How far ahead can you schedule a post on your LinkedIn Page?

• 4 months
• 2 months
• 1 month
• 3 months

 

Ivan wants to create several LinkedIn ads to promote a new report. He should mix up the format of the content, including using Carousel and Video Ads.

• True
• False

 

Amelia is creating her LinkedIn Page content calendar. According to LinkedIn, how often should she post?

• At least 1x per week
• At least 5x per week
• At least 7x per week
• At least 4x per week

 

How can you tackle your goal of driving leads through your LinkedIn Page?

• Include a Lead Gen Form in the About section
• Uncover and solve your community’s needs
• Promote your products

 

Select two reasons why LinkedIn recommends it’s important to define your goal when creating your LinkedIn Page.

• To build your organic strategy around it
• To inform your community about it
• To select it during the set-up process

 

What can Liesel do with her Page Analytics insights? Select all that apply.

• Understand her brand’s professional community
• See what people are saying about her brand
• Benchmark her competitors

 

Fabio’s goal on LinkedIn is to nurture his current clients. What should he do?

• Make a post asking which of his Page followers are current clients. Then, use a strategy of organic content to nurture them with tailored content
• Check how many of them follow his brand on LinkedIn and are involved in the buying process. Then, use a combination of organic and paid media to move them through the funnel
• Check how many of them follow his brand on LinkedIn. Then, invite the rest of his database to follow his LinkedIn Page and use organic content to engage with them

 

Sofia is creating a new video. What are four traits that will make it more compelling?

• Focused, relevant, in-depth, actionable
• Diverse, timely, in-depth, impactful
• Focused, relevant, snackable, actionable
• Topical, lengthy, relevant, actionable

 

The timing and context of where the user is in their journey when they see the content is as important as the content itself.

• True
• False

 

Sara was recently hired to manage a company’s LinkedIn Page. Select which tactics she should explore when she develops content for the Page.

• Create and test new content to see which posts drive the most engagement
• Explore if there are any white papers that can be broken down into bite-sized content
• Build a plan to post one video per day
• Collect existing content pieces that share the same theme and assemble them to form an infographic

 

Ivan knows that he needs to collaborate with different teams on messaging for his LinkedIn content strategy to be successful.

• True
• False

 

Is auditing your existing content one of the first steps you should follow when setting up a full-funnel strategy?

• Yes
• No

 

Louisa would like to do an analysis of her followers on her LinkedIn Page. Which tool should she use?

• Page Meter
• Page Analytics
• Page Insights
• Page Activity

 

Rodrigo doesn’t have access to many unique photos. What should he consider when building out his creative? Select all that apply.

• Limiting the number of times he posts content
• Repeatedly posting the same content
• Using space on stock photography to add text or keywords
• Customizing stock photography to align more closely with his brand

 

According to LinkedIn, evergreen content is not as valuable as new, timely content.

• True
• False

 

Which of the following expressions make your copy relatable and can compel a user to click? Select all that apply.

• ‘We are experts…’
• ‘Discover a new opportunity…’
• ‘We hope you like our solution…’
• ‘How to…’

 

When would you use a Showcase Page?

• When your company won an industry award
• When you have a new product feature
• When you want to spotlight a specific brand, business unit, or initiative
• When you want to showcase your Employee of the Year

 

Alicia sees that engagement with her LinkedIn ads is lower than expected. Which two strategies can she use to make the visuals on her ads have a thumb-stopping moment?

• Add shapes to her images
• Use monochrome images
• Use photos of real people

 

Tomas just created his company’s LinkedIn Page. What should he do to start building a community? Select four.

• Recognize employees with a personalized shoutout
• Create a set of posts to highlight his product features
• Discover content trending with his audience
• Reshare his employees’ best @mentions and LinkedIn content
• React and comment on hashtag feeds to establish a rapport with his community

 

When thinking about copy, which two strategies are recommended to stand out in the feed and add value to users?

• Create lengthy thought leadership pieces that go into depth on a particular topic
• Keep each creative to a single message
• Start with a clearly actionable statement
• Use clickbait copy in the first 150 characters

 

What is the Employee Notification feature?

• You can highlight a post to your staff when you select the ‘Notify employees’ button in the upper right corner of your post in the admin feed
• You can send an email to employees from your LinkedIn Page
• You can highlight specific employees on your Company Tab

 

Creating a LinkedIn Page is the best way to…

• Build an organic strategy as a substitute for paid media
• Build a professional community and connect with it in an authentic and scalable way
• Directly target your organic content to new audiences beyond your followers

 

Select three tactics that LinkedIn recommends you do to achieve better results in your marketing strategy.

• Hyper-target your audience as much as you can
• Make your goals SMART
• Align internal teams
• Identify what content you already have that fulfills the needs of your audience

 

Which elements does LinkedIn recommend you use to make your imagery stand out AND maintain consistency? Select all that apply.

• Real images of faces
• Monochrome
• Fonts
• Shapes

 

LinkedIn Live Events allow organizations to schedule virtual events in advance to gather attendees and stream directly to an audience via video or audio-only formats.

• False
• True

 

How does LinkedIn define a Showcase Page?

• An individual page with fewer features than a LinkedIn Page
• An extension of your LinkedIn Page
• A place to highlight regional offices

 

Cameron wants to create a Showcase Page. What would be the first step?

• Establish a clear and consistent strategy for the Showcase Page that aligns with his company’s overall page hierarchy, including community size and needs
• Come up with the Showcase Page’s name
• Develop the content that will go into the Showcase Page, ensuring it aligns with the community size and needs

 

According to LinkedIn, how many seconds do you have to capture someone’s attention as they scroll through the LinkedIn feed?

• 8 seconds
• 3 seconds
• 5 seconds
• 10 seconds

 

Harisa is thinking about “Big Rock” type of content that she can construct and deconstruct. Which two tactics would be optimal?

• Collect some of her most shared thought leadership articles and turn them into a gated e-book
• Create a specific set of articles about the latest product features
• Make an in-depth interview with her product manager and split it in a series of short videos with quick tips
• Gather all the FAQs about her new product release and create a video tutorial based on them

 

When talking about an always-on content marketing approach, what does ‘hum’ mean?

• Content intended to pique your audience interest
• Content that requires high investment and is aligned to lead generation
• Easy to consume content that requires low investment

 

How should organic and paid content work together?

• They should have different purposes and your audiences should be able to differentiate when they are seeing an organic post or a paid ad
• They should complement each other and create an interconnected and seamless experience so that your audiences don’t notice any difference between them

 

What is one of the benefits of using Product Pages?

• Product Pages enable you to gather product recommendations from happy customers
• There is a feature so you can sell your product directly from your Product Page
• Product Pages showcase stories from your employees

 

Which type of space does LinkedIn recommend you use in imagery?

• Positive space
• Contextualized space
• Negative space

 

Including faces in your visuals will help your creative stand out.

• False
• True

 

Astrid has just created her company’s LinkedIn Page. Which of the following best practices would you recommend that she follows as she ramps up her organic posting? Select all that apply.

• Include videos and pictures
• Include several call-to-action buttons on each post
• Include hashtags

 

What are two advantages of building a content strategy for your company that balances brand and demand?

• Generating an immediate and trackable response
• Driving long-term growth and profit
• Achieving greater ability to set product prices

 

Aditya is responsible for driving talent acquisition leveraging his company’s new LinkedIn Page. The followers consist of 70% employees and 30% potential new hires. What is the recommended content strategy?

• Develop content focused solely on potential new hires and promote Lead Gen Forms
• Create content focused solely on employees to organically spread the word
• Start with engaging both audiences directly, promoting your employee culture

 

Which of the following is NOT a LinkedIn Page role?

• Content admin
• Analyst
• Curator
• Product owner
• Super admin

 

Alberto knows that when building his content strategy on LinkedIn, the competition for his audience’s attention is fierce. Which tips should he follow to ensure his creative gets noticed?

• Use visual content, such as pictures or videos
• Add multiple calls-to-action at the end
• Create longer text posts

 

Which two actions can you perform on your Product Page?

• Add a ‘Purchase now’ button
• Invite users to write recommendations about your product
• Feature your customers

 

Giovanni manages all his company’s social media channels. Which two actions does LinkedIn recommend to maximize the use of his content throughout the different channels?

• Repurpose top-performing social posts from other platforms as Sponsored Content on LinkedIn
• Share the statistics of your LinkedIn audience on other networks
• Repurpose top-performing email campaigns as LinkedIn Message Ads
• Duplicate the same message on all different social networks to maximize reach

 

To drive engagement on a LinkedIn Page, use video because it is more likely to start a conversation than any other type of content.

• True
• False

 

Select three things that could happen when you pair organic and paid content.

• Your cost per conversion is reduced by 12%
• You can diversify your efforts on different marketing goals
• Your audiences are +61% more likely to convert
• You increase your overall reach

 

After creating your Product Page, it is published immediately.

• False
• True

 

Roberto’s goal is to engage new audiences. What is the best strategy to follow?

• He establishes an organic content strategy on his LinkedIn Page focused on publishing content more frequently
• He checks his Page insights to understand what content gets more engagement with his target audience and uses paid media to acquire new followers with similar interests
• He checks what his competitors are doing and establishes a similar, improved strategy to attract new audiences that already follow those competitors

 

Ronaldo is creating headline copy for his ad. He has several options to communicate his value proposition. Select the best sentence for his ad.

• ‘Multiply customer retention’
• ‘Easier and faster customer retention’
• ‘Get a 30% increase in customer retention’
• ‘Increase customer retention over your competitors’

 

Severine doesn’t have the time and resources to create as much content as she would like. Which two recommendations should she follow?

• Leverage existing content and repurpose it
• Limit her strategy to echo others’ posts that she identifies with
• Customize stock photography to align with brand guidelines

 

Why is it a good idea to use the My Company tab to connect with your employees?

• It is not a good idea because employees can spread messages on your followers’ community that may be misaligned with your strategy
• Because they can invite their professional network to be part of the My Company tab
• Because employees are a powerful advocacy tool when it comes to sharing your organic posts and expanding your brand reach

 

LinkedIn recommends you do not leverage the same content across your paid and organic strategies.

• False
• True

 

Select three tools that you could use in your organic strategy.

• My Company tab
• Sponsored Messages
• Video Ads
• Articles for Pages
• Product Pages

 

On the LinkedIn platform, video is 5 times more likely to start a conversation than any other content type.

• False
• True

 

Farah is creating new Sponsored Content Ads and she plans to use hashtags on the paid ads. Is this a LinkedIn best practice?

• Yes, LinkedIn always recommends hashtags on paid ads because they increase engagement on an ad
• No, LinkedIn does not typically recommend hashtags on paid ads because it can direct users away from the desired action

 

Alexandra is creating her company’s LinkedIn Page. What should Alexandra do prior to creating a LinkedIn Page?

• Start posting immediately
• Start a two-way conversation based on the hashtag feed
• Define her goals to inform her content strategy
• Let her Page build a follower base of customers before she makes her first post

 

Camila wants to increase her conversion rate. The best advice for her would be…

• Mix brand and demand marketing through organic and paid media
• Focus on demand marketing through organic media
• Focus on demand marketing through paid media

 

Matt wants to create ‘Sing’ content that piques his audience’s interest, letting them know they can help solve their challenges. Which tactics should he consider?

• News, company culture, blog posts
• Infographics, white papers, playbooks
• Annual quarterly reports, research papers, industry insights

 

Ads featuring human faces are up to 11x more likely to be noticed.

• True
• False

 

Julia is designing an organic post for her client’s LinkedIn Page. What should she keep in mind?

• The content should be designed with a small, mobile, touch screen experience in mind
• The content should echo other brands’ sentiments
• The content should rely solely on stock photography to capture the audience’s attention
• The content should be text-heavy

 

Karin is scheduling her content posts to reach decision makers when they’re most engaged on LinkedIn. When should she post during the week? Select all that apply.

• Just once a week
• Evenings
• Workday
• Weekends

 

On a mobile device, copy is truncated after how many characters?

• 100
• 300
• 200
• 150

 

Alyce is outlining her content strategy. According to LinkedIn, which should she prioritize?

• Demand
• A mix of brand and demand
• Brand

 

How many Product Pages can you create per LinkedIn Page?

• 35
• 15
• 25
• 45

 

What strategies for your creative are recommended to make your brand recognizable in the LinkedIn feed?

• Use the same picture in different creatives across time, so users remember it and associate it with your brand
• Use different creatives with the same color, icon, and style in a consistent way
• Place your logo in the most prominent area of the image

 

George is outlining his content strategy for his LinkedIn Page. What type of content should he consider leveraging? Select all that apply.

• Playbooks
• Research reports
• Only videos
• Case studies
• Top performing thought leadership
• Existing content from other platforms

 

Valerie is a copywriter for a large brand. She needs to draft a few ads for an upcoming campaign. What length does LinkedIn recommend for her Sponsored Content Ad?

• Fewer than 250 characters
• Fewer than 150 characters
• Fewer than 50 characters
• Fewer than 200 characters
• Fewer than 100 characters

 

Javier designed a new Carousel Ad to support his company’s new product launch. Which two actions should he take before he launches the campaign?

• Ask a colleague to review the creative
• Build the campaign so that he can test one variable at a time
• Set up the campaign, changing the image, headline, and copy for each ad

 

Mari wants to get insights on what people are saying about her brand. Which tool should she use?

• Content Suggestions
• Page Insights
• Page Analytics
• Page Activity

 

What are two ways you can leverage existing content for marketing efficiencies?

• Deconstruct a research paper into several infographics
• Repurpose a social post from a different platform that has good engagement
• Don’t reuse content as it will become stale
• Research and write an article

 

Which drives a higher click-through-rate (CTR)?

• Carousel
• Static

 

Select three reasons why it’s important to have an active full-funnel presence across LinkedIn’s organic and paid solutions.

• To build trust and rapport with your audience
• To ensure your message is seen more often by more members of the buying committee
• To more easily identify audiences at the bottom level of the funnel
• To follow marketing trends, competitors, and LinkedIn advice
• To ensure your brand is present at any given moment on the customer journey

 

What is not frequently associated with creative ads on LinkedIn? Select all that apply.

• Illustrations
• Bold colors
• Stock imagery
• Photos of real people

 

Joe is building his creative strategy. His objective is to capture the viewer’s attention and tell a story. Which two factors should he consider when thinking about the visuals and copy?

• It should favor photographs over illustrations
• Copy should be over 150 characters
• Creatives should be consistent and recognizable
• Visuals and copy should have a cohesive feel

 

Which drives a higher conversion rate (CVR)?

• No call-out in the copy
• A call-out at the beginning of the copy

 

What is the direct result of focusing only or mostly on conversion? Select all that apply.

• A large component of the audience journey is missed
• The opportunity for a longer-term, and far greater, business impact is missed
• The conversion rate increases
• The number of Page followers decreases

 

Jermaine’s company is releasing a research paper and he wants to support the launch through organic and paid channels. Which options should he explore? Select all that apply.

• Encourage the company’s leadership to post about the research paper
• Leverage infographics from the research paper to use in posts
• Interview the research team and write an article about the process
• Host a Live Event on LinkedIn with the researchers discussing their findings

 

Helena is rebranding a picture to add an important message, but the space on the image is limited and it doesn’t fit. What is the best decision she can make?

• Place copy over other elements in the image
• Reduce the font size down, so the message fits in completely
• Reduce the message to be more concise

 

How far in advance does LinkedIn recommend you set up a Live Event?

• 2 - 4 weeks before the event
• 6 - 8 weeks before the event
• 1 week before the event

 

Purna needs help figuring out trending industry topics in her region by seniority. Which filters does she need to apply on her Page Analytics?

• Job Function
• Industry
• Job Title
• Seniority
• Location

 

When thinking about your ‘shout’ content campaign, you may want to use… Select all that apply.

• Annual reports
• News
• Industry Insights

 

Live audio events require a third-party broadcasting tool.

• True
• False

 

Callan is exploring ways to make his creative design more unique so that people recognize his brand when they see new ads. Which tips could he consider to be consistent? Select all that apply.

• Use his brand’s logo
• Use the same copy in every ad
• Use similar icons
• Use similar colors
• Use the same picture in every ad

 

It devalues your brand if you reuse existing or top-performing content to repurpose it as organic content on your LinkedIn Page.

• True
• False

 

Page followers exposed to both organic and paid content are 61% more likely to convert compared to those who are only exposed to paid media.

• True
• False

 

Sigmund knows that audiences today are on a fluid journey through the marketing funnel and that each person is at a different stage with a different need. What content strategy should he follow?

• A consistent organic marketing strategy
• A conversion focused marketing strategy
• An active, always-on strategy

 

80% of Sponsored Content engagement comes from mobile devices.

• True
• False

 

Ana is creating a Carousel Ad. How should she approach the design?

• Aim for visual continuity to create a cohesive look and feel throughout each of the tiles.
• Aim for a different look and feel throughout the tiles to make it more compelling.

 

Ellen is setting up her team’s admin access for their LinkedIn Page so they can create, manage, and boost organic posts. Which two admin options could she select?

• Global Admin
• Super Admin
• Analyst
• Content Admin
• Curator

 

Devon wants to start a two-way conversation with his LinkedIn Page community. Which type of content would be the most effective?

• Polls
• Images
• PDFs
• PowerPoints
• Questions

 

Aria manages her company’s LinkedIn organic strategy separately from the paid media team because that leads to higher conversions and lower costs per conversion.

• False
• True

 

According to LinkedIn, what is the most critical factor in driving engagement with a creative?

• Imagery
• Format
• Copy
• Shapes
• Font

 

Select three goals that a LinkedIn Page can help you achieve.

• Building community
• Driving leads
• Generating brand awareness
• Finding trending posts from competitors

 

• • Research shows that B2B content achieves more influence when it’s shared on LinkedIn and across other social platforms.
  • Rodrigo doesn’t have access to many unique photos. What should he consider when building out his creative? Select all that apply.
  • Which elements does LinkedIn recommend you use to make your imagery stand out AND maintain consistency? Select all that apply.
  • Select three things that could happen when you pair organic 
  • LinkedIn recommends you do not leverage the same content across your paid and organic strategies.
  • Jermaine’s company is releasing a research paper and he wants to support the launch through organic and paid channels. Which options should he explore? Select all that apply.